A great example of what can make, or break the mobile code scanning market:
Do you remember BMW launching mobile code scanning campaign with Semacode?
As much as I'm happy at the launch of code scanning at One by Beetagg, there is the cost of different symbologies and risk of over fragmentation (please feel free to comment on my LinkedIn question): What is BMW supposed to do now? change symbologies?
It's just worth keeping in mind that at some point, code scanning market players had better start deal with the fragmentation or else...